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ABOUT YOUR HOST:
             James F. O’Gara is a seasoned marketing professional and
             entrepreneur. At OnMessage, Mr. O’Gara is responsible for
             building collaborative relationships with clients that result
             in highly effective go-to-market, messaging/positioning,
             and demand generation strategies.

             As the president and founder of OnMessage, James brings
             a wealth of entrepreneurial, strategic marketing, and
             business leadership expertise to every client engagement.
DID YOU KNOW?
According to research among executive B2B
decision makers:

Conversations with prospects account for
53% of the reason they decide whether to
choose your company over your competition.
YET IT’S STAGGERING THAT...
Only 3% of B2B sales and marketing
professionals use a repeatable process
when creating messaging across the
enterprise.
Source: Marketingprofs.com
WHY IS THIS WHEN MESSAGING HAS
PROVEN TO BE A DIFFERENCE MAKER?
Companies that develop and infuse effective messaging:

- outpace other firms in quota achievement by 25%
- have win rates that are 20% higher

Source: CSO Insights Study
WE BELIEVE IT COMES DOWN TO...

philosophy
discipline
commitment
We believe … messaging is strategic and intrinsically
linked to financial performance.

We believe … messaging must be woven into the fabric of
the organization and delivered consistently throughout the
customer experience.

We believe … messaging management is a journey that
requires the unwavering support of leadership. There are
no short cuts.
ALIGNMENT     RELEVANCE   UNIQUENESS




CONSISTENCY    RECALL       VALUE
ALIGNMENT
how closely aligned is our messaging with our business strategy?
ALIGNMENT
 How closely aligned is our messaging with our business strategy?
                                                        SALES MODELS AND ORGANIZATIONS




challenge:
major changes in the business                                                                         TARGET MARKETS
create gaps between your story:    CUSTOMER REQUIREMENTS

what you do, what you offer, and
the customer experience.                                                                                  PRODUCTS AND SERVICES




                                            COMPETITIVE PRESSURES                LEADERSHIP AND GROWTH STRATEGY
ALIGNMENT
How closely aligned is our messaging with our business strategy?

                  VISION / STRATEGY                                 PRODUCTS
                  (how has it changed?)                             (are new products, features part of our story?)


     your         BUSINESS GOALS
                  (does our messaging strategy align with key
                                                                    SERVICES
                                                                    (are hard/soft services represented in

alignment         business drivers?)                                messaging?)



checklist:        SALES PROCESS
                  (does messaging tie to sales strategies, stages
                  and activities?)
                                                                    MARKETS
                                                                    geographies)?)


                  TARGET AUDIENCE                                   COMPETITORS
                  (are we speaking to the most critical decision    (are there new players? what advancements have
                                                                    they made?)
ALIGNMENT
How closely aligned is our messaging with our business strategy?

          your     ESTABLISH BASELINE
                   conduct strategy alignment session with key executives (1/2 - 1 day)
         action
                   CONDUCT AUDIT
           plan    audit your messaging across all communication vehicles.
                   compare and contrast. identify gaps.


                   CONNECT THE DOTS
                   state of the business” and your messaging.
RELEVANCE
does our message resonate and connect with customer needs?
RELEVANCE
 does our message resonate and connect with customer needs?

                                  GOV/INDUSTRY REGULATIONS
                                  BUDGET ALLOCATIONS
challenge:                        JOB RESPONSIBILITIES
people change. preferences        BUSINESS PROCESSES
change. priorities change. your   PURCHASING PRIORITIES
message must keep pace.           DOWNSIZING / REORGS
                                  NEW TECHNOLOGIES
                                  MARKET DYNAMICS
                                  CUSTOMER REQUIREMENTS
                                  STRATEGIC INITIATIVES
                                  KEY PERFORMANCE METRICS
RELEVANCE
does our message resonate and connect with customer needs?

                     KNOW WHO

     your
                     make sure your message speaks directly to these individuals.



relevance            KNOW WHAT
checklist:           clearly identify what you do or provide that is the most meaningful to them.


                     KNOW WHY
                     describe in practical terms why they need/must have what you are offering.
                     ensure this is at the forefront of your message and delivered consistently.
RELEVANCE
does our message resonate and connect with customer needs?


          your      SURVEY CUSTOMERS
                    craft and launch a survey to assess the current needs of target audience.
         action
                    VALIDATE WITH PROSPECTS
           plan     shape key messages that align what you do with these needs.
                    test these messages in controlled surveys or interviews with prospects.


                    INFUSE & MONITOR
                    decide how these messages will play a role in your overall message.
                    infuse core messages into a fully aligned messaging platform.
                    conduct relevance assessment surveys on an annual basis.
UNIQUENESS
is our message ownable and truly different from our competitors?
UNIQUENESS
 is our message ownable and truly different from our competitors?
                                                                                      “it’s our
                                  “it’s QUALITY”                                      PEOPLE”
                                  can you demonstrate and
                                                                                      everyone says this. what is
challenge:
                                  substantiate better
                                  quality in a way that makes                         it about your people that
                                   a difference to your customer?                     makes a difference to
                                                                                      the customer?
common. it takes discipline and
creativity to establish and                          “it’s our
                                                     SERVICE”
                                                     customers expect good service. its a
                                                     baseline. how can you communicate
                                                     quality of service or experience
                                                     without the customer experiencing it?
UNIQUENESS
  is our message truly different from our competitors?
                        OWNABLE
                        is there an element of what you do or offer that is truly different?
                        can others in your industry claim to provide the same thing?

      your
                        is this uniqueness quickly and clearly communicated in your message?


                        DEFENSIBLE
uniqueness
  checklist:
                        TRUE
                        does everyone believe in and deliver this message with passion?
UNIQUENESS
is our message ownable and truly different from our competitors?

          your      compile a key messages comparison chart between you and your competition.
         action
           plan     REALITY CHECK
                    keep it real by surveying customers. validate if they see this aspect of your business
                    as truly meaningful and different from others.


                    LOCK AND LOAD
                    lock in on your point(s) of difference and ensure they are consistently
                    conveyed in all communication vehicles.
CONSISTENCY
how consistently is your message delivered inside and
outside of your organization?
CONSISTENCY
 how consistently is your message delivered inside and outside of your organization?



challenge:                         “It’s time for P&G to rethink what its one message should be. For an organization
                                   known for its superior marketing and business discipline, it’s time for it to focus
messaging when not managed         on one unique and meaningful message. We call this the “meaning message,” a
and monitored takes on a life of   concise, commonly understood statement that highlights the true meaning of the
                                   organization and which serves to inspire and provide direction.”
its own. it becomes a barrier to
engagement and business
success.
CONSISTENCY
  how consistently is your message delivered inside and outside of your organization?


                          WHO YOU ARE
       your
                          does your company clearly and consistently answer this question: “we are a ...?”


consistency               WHAT YOU DO
                          when you describe what you do - do you use consistent words and terminology?

  checklist:              WHY SHOULD CUSTOMERS CARE
                          customers need or should want your product/service?
CONSISTENCY
how consistently is your message delivered inside and outside of your organization?
                      INSPECT WEB PRESENCE
           your       the most basic yet powerful step you can take is to audit your web presence.
                      how many different ways do you state who you are, what you do and the value you
          action      deliver? this will be quite telling. to improve consistency dimension these must be
                      stated in a clear, consistent manner across all customer touch points.
            plan
                      EVALUATE COLLATERAL
                      review messaging across all communication vehicles (collateral, press releases,
                      presentations, etc.). look for inconsistent language, style, personality.


                      INTERVIEW EMPLOYEES
                      deliver as an organization.” if these answers are inconsistent - you can bet the rest
RECALL
is the message you are sending really what your audience hears?
RECALL
 is the message you are sending really what your audience hears?

                                 CLASSIC
                                 OGILVY AD
challenge:
consumers are hit with 300 to
3000 messages each and
every day. how can you make
your message memorable?
RECALL
is the message you are sending really what your audience hears?

                   STREAMLINE

    your           get to the point as quickly as possible.


   recall          SIMPLIFY
                   look for ways to make the message easier to consume: remove the cliches, me too

checklist:         verbiage, and industry slang.


                   SEQUENCE
                   evaluate the sequence of your story and be sure you are making quick, logical
                   connections between the various layers/level of your messaging.
RECALL
is the message you are sending really what your audience hears?


          your       interview customers and prospects. ask them the one word that comes to mind

         action
                     when they think of your company. if there is a positive common thread - make
                     sure this language is present in your messaging.

           plan      ISOLATE THE NOISE
                     review your messaging and identify the non-value added content that is not
                     sticking in the market place. gut it immediately.


                     LEVERAGE REPETITION
VALUE
is the value you deliver clear and compelling to your target audience?
VALUE
 is the value you deliver clear and compelling to your target audience?




challenge:
establishing differentiated value
                                    75%
                                    marketing and
                                                   of

is a challenge in and of itself.
once in place - getting people to   salespeople are
stick with it can be even harder.   unable to consistently
                                    and effectively articulate
                                    their value propositions.
                                    Marketing Alignment Benchmark Study ~ Holden Corporation
VALUE
is the value you deliver clear and compelling to your target audience?

                    IS THERE ONE
                    messaging? Yes I said 1 ... not 10.
     your
                    CREATE ONE
    value
checklist:
                    a common thread. can it be bubbled up and still be meaningful. one core value is
                    critical.


                    STICK WITH ONE
                    conduct training and education classes across the enterprise to make it stick.
VALUE
is the value you deliver clear and compelling to your target audience?

                      KEEP IT CLEAR
           your       make sure your value is clearly stated - not buried in your story. leverage visuals and

          action      other methods of communicating value (testimonials, metrics, etc.).


            plan      KEEP IT CONSISTENT
                      your core value. communicate it the same way consistently across all
                      communication vehicles.


                      KEEP IT CURRENT
                      people change. priorities change. make sure the value you communicate remains
                      relevant and compelling to your target audience. keep asking if it is meaningful
                      and true.
ALIGNMENT     RELEVANCE   UNIQUENESS




CONSISTENCY    RECALL       VALUE
ESTABLISH A STRATEGIC
MESSAGING MIND-SET
  IT IS MORE                      IT IS AN INSIDE                 IT TAKES
  THAN WORDS                      OUT JOB                         COMMITMENT
  For too many years,                                             Anything worth doing is
                                  Messaging must be woven
  messaging has been driven                                       worth doing right. There are
                                  into the fabric of your
  by tactics and vehicles (i.e.
                                  organization. It is no longer   no short cuts. Strategic
  we need a new ad, new sales
  presentation, new brochure).
                                                                  messaging management is
  This fragmented, ad hoc         responsibility. Messaging       a journey that requires the
                                  must be delivered               unwavering support of
  to harness the true power of    consistently throughout the     senior leadership. It means
  messaging. We believe           entire customer experience.     taking the time to lay the
  messaging is strategically      Every interaction is an         necessary groundwork and
                                  opportunity to strengthen       consistently manage its
  performance. And it can make    your market position or lose    application.
  the difference between          market share.
  market laggards and market
  leaders.
ONMESSAGE.
                                                                                WEB: itsonmessage.com

It embodies our singular purpose and mission…                                   PHONE: 214.438.1106
                                                                                EMAIL: jogara@itsonmessage.com

To change how leaders infuse messaging into their company,
culture and customers.



OnMessage is a messaging infusion company with a proven model for helping
you develop a clear, compelling and consistent message. Our methodology

needs to create a messaging platform that elicits optimal engagement across
all communication channels. This methodology, when combined with our
employee training programs and demand generation services, enables you to
achieve the highest return on every connection you make by infusing effective
messaging into your company, culture and customers.
thank you.

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6 DIMENSIONS OF MESSAGING EFFECTIVENESS

  • 1.
  • 2. ABOUT YOUR HOST: James F. O’Gara is a seasoned marketing professional and entrepreneur. At OnMessage, Mr. O’Gara is responsible for building collaborative relationships with clients that result in highly effective go-to-market, messaging/positioning, and demand generation strategies. As the president and founder of OnMessage, James brings a wealth of entrepreneurial, strategic marketing, and business leadership expertise to every client engagement.
  • 3. DID YOU KNOW? According to research among executive B2B decision makers: Conversations with prospects account for 53% of the reason they decide whether to choose your company over your competition.
  • 4. YET IT’S STAGGERING THAT... Only 3% of B2B sales and marketing professionals use a repeatable process when creating messaging across the enterprise. Source: Marketingprofs.com
  • 5. WHY IS THIS WHEN MESSAGING HAS PROVEN TO BE A DIFFERENCE MAKER? Companies that develop and infuse effective messaging: - outpace other firms in quota achievement by 25% - have win rates that are 20% higher Source: CSO Insights Study
  • 6. WE BELIEVE IT COMES DOWN TO... philosophy discipline commitment
  • 7. We believe … messaging is strategic and intrinsically linked to financial performance. We believe … messaging must be woven into the fabric of the organization and delivered consistently throughout the customer experience. We believe … messaging management is a journey that requires the unwavering support of leadership. There are no short cuts.
  • 8. ALIGNMENT RELEVANCE UNIQUENESS CONSISTENCY RECALL VALUE
  • 9. ALIGNMENT how closely aligned is our messaging with our business strategy?
  • 10. ALIGNMENT How closely aligned is our messaging with our business strategy? SALES MODELS AND ORGANIZATIONS challenge: major changes in the business TARGET MARKETS create gaps between your story: CUSTOMER REQUIREMENTS what you do, what you offer, and the customer experience. PRODUCTS AND SERVICES COMPETITIVE PRESSURES LEADERSHIP AND GROWTH STRATEGY
  • 11. ALIGNMENT How closely aligned is our messaging with our business strategy? VISION / STRATEGY PRODUCTS (how has it changed?) (are new products, features part of our story?) your BUSINESS GOALS (does our messaging strategy align with key SERVICES (are hard/soft services represented in alignment business drivers?) messaging?) checklist: SALES PROCESS (does messaging tie to sales strategies, stages and activities?) MARKETS geographies)?) TARGET AUDIENCE COMPETITORS (are we speaking to the most critical decision (are there new players? what advancements have they made?)
  • 12. ALIGNMENT How closely aligned is our messaging with our business strategy? your ESTABLISH BASELINE conduct strategy alignment session with key executives (1/2 - 1 day) action CONDUCT AUDIT plan audit your messaging across all communication vehicles. compare and contrast. identify gaps. CONNECT THE DOTS state of the business” and your messaging.
  • 13. RELEVANCE does our message resonate and connect with customer needs?
  • 14. RELEVANCE does our message resonate and connect with customer needs? GOV/INDUSTRY REGULATIONS BUDGET ALLOCATIONS challenge: JOB RESPONSIBILITIES people change. preferences BUSINESS PROCESSES change. priorities change. your PURCHASING PRIORITIES message must keep pace. DOWNSIZING / REORGS NEW TECHNOLOGIES MARKET DYNAMICS CUSTOMER REQUIREMENTS STRATEGIC INITIATIVES KEY PERFORMANCE METRICS
  • 15. RELEVANCE does our message resonate and connect with customer needs? KNOW WHO your make sure your message speaks directly to these individuals. relevance KNOW WHAT checklist: clearly identify what you do or provide that is the most meaningful to them. KNOW WHY describe in practical terms why they need/must have what you are offering. ensure this is at the forefront of your message and delivered consistently.
  • 16. RELEVANCE does our message resonate and connect with customer needs? your SURVEY CUSTOMERS craft and launch a survey to assess the current needs of target audience. action VALIDATE WITH PROSPECTS plan shape key messages that align what you do with these needs. test these messages in controlled surveys or interviews with prospects. INFUSE & MONITOR decide how these messages will play a role in your overall message. infuse core messages into a fully aligned messaging platform. conduct relevance assessment surveys on an annual basis.
  • 17. UNIQUENESS is our message ownable and truly different from our competitors?
  • 18. UNIQUENESS is our message ownable and truly different from our competitors? “it’s our “it’s QUALITY” PEOPLE” can you demonstrate and everyone says this. what is challenge: substantiate better quality in a way that makes it about your people that a difference to your customer? makes a difference to the customer? common. it takes discipline and creativity to establish and “it’s our SERVICE” customers expect good service. its a baseline. how can you communicate quality of service or experience without the customer experiencing it?
  • 19. UNIQUENESS is our message truly different from our competitors? OWNABLE is there an element of what you do or offer that is truly different? can others in your industry claim to provide the same thing? your is this uniqueness quickly and clearly communicated in your message? DEFENSIBLE uniqueness checklist: TRUE does everyone believe in and deliver this message with passion?
  • 20. UNIQUENESS is our message ownable and truly different from our competitors? your compile a key messages comparison chart between you and your competition. action plan REALITY CHECK keep it real by surveying customers. validate if they see this aspect of your business as truly meaningful and different from others. LOCK AND LOAD lock in on your point(s) of difference and ensure they are consistently conveyed in all communication vehicles.
  • 21. CONSISTENCY how consistently is your message delivered inside and outside of your organization?
  • 22. CONSISTENCY how consistently is your message delivered inside and outside of your organization? challenge: “It’s time for P&G to rethink what its one message should be. For an organization known for its superior marketing and business discipline, it’s time for it to focus messaging when not managed on one unique and meaningful message. We call this the “meaning message,” a and monitored takes on a life of concise, commonly understood statement that highlights the true meaning of the organization and which serves to inspire and provide direction.” its own. it becomes a barrier to engagement and business success.
  • 23. CONSISTENCY how consistently is your message delivered inside and outside of your organization? WHO YOU ARE your does your company clearly and consistently answer this question: “we are a ...?” consistency WHAT YOU DO when you describe what you do - do you use consistent words and terminology? checklist: WHY SHOULD CUSTOMERS CARE customers need or should want your product/service?
  • 24. CONSISTENCY how consistently is your message delivered inside and outside of your organization? INSPECT WEB PRESENCE your the most basic yet powerful step you can take is to audit your web presence. how many different ways do you state who you are, what you do and the value you action deliver? this will be quite telling. to improve consistency dimension these must be stated in a clear, consistent manner across all customer touch points. plan EVALUATE COLLATERAL review messaging across all communication vehicles (collateral, press releases, presentations, etc.). look for inconsistent language, style, personality. INTERVIEW EMPLOYEES deliver as an organization.” if these answers are inconsistent - you can bet the rest
  • 25. RECALL is the message you are sending really what your audience hears?
  • 26. RECALL is the message you are sending really what your audience hears? CLASSIC OGILVY AD challenge: consumers are hit with 300 to 3000 messages each and every day. how can you make your message memorable?
  • 27. RECALL is the message you are sending really what your audience hears? STREAMLINE your get to the point as quickly as possible. recall SIMPLIFY look for ways to make the message easier to consume: remove the cliches, me too checklist: verbiage, and industry slang. SEQUENCE evaluate the sequence of your story and be sure you are making quick, logical connections between the various layers/level of your messaging.
  • 28. RECALL is the message you are sending really what your audience hears? your interview customers and prospects. ask them the one word that comes to mind action when they think of your company. if there is a positive common thread - make sure this language is present in your messaging. plan ISOLATE THE NOISE review your messaging and identify the non-value added content that is not sticking in the market place. gut it immediately. LEVERAGE REPETITION
  • 29. VALUE is the value you deliver clear and compelling to your target audience?
  • 30. VALUE is the value you deliver clear and compelling to your target audience? challenge: establishing differentiated value 75% marketing and of is a challenge in and of itself. once in place - getting people to salespeople are stick with it can be even harder. unable to consistently and effectively articulate their value propositions. Marketing Alignment Benchmark Study ~ Holden Corporation
  • 31. VALUE is the value you deliver clear and compelling to your target audience? IS THERE ONE messaging? Yes I said 1 ... not 10. your CREATE ONE value checklist: a common thread. can it be bubbled up and still be meaningful. one core value is critical. STICK WITH ONE conduct training and education classes across the enterprise to make it stick.
  • 32. VALUE is the value you deliver clear and compelling to your target audience? KEEP IT CLEAR your make sure your value is clearly stated - not buried in your story. leverage visuals and action other methods of communicating value (testimonials, metrics, etc.). plan KEEP IT CONSISTENT your core value. communicate it the same way consistently across all communication vehicles. KEEP IT CURRENT people change. priorities change. make sure the value you communicate remains relevant and compelling to your target audience. keep asking if it is meaningful and true.
  • 33. ALIGNMENT RELEVANCE UNIQUENESS CONSISTENCY RECALL VALUE
  • 34. ESTABLISH A STRATEGIC MESSAGING MIND-SET IT IS MORE IT IS AN INSIDE IT TAKES THAN WORDS OUT JOB COMMITMENT For too many years, Anything worth doing is Messaging must be woven messaging has been driven worth doing right. There are into the fabric of your by tactics and vehicles (i.e. organization. It is no longer no short cuts. Strategic we need a new ad, new sales presentation, new brochure). messaging management is This fragmented, ad hoc responsibility. Messaging a journey that requires the must be delivered unwavering support of to harness the true power of consistently throughout the senior leadership. It means messaging. We believe entire customer experience. taking the time to lay the messaging is strategically Every interaction is an necessary groundwork and opportunity to strengthen consistently manage its performance. And it can make your market position or lose application. the difference between market share. market laggards and market leaders.
  • 35. ONMESSAGE. WEB: itsonmessage.com It embodies our singular purpose and mission… PHONE: 214.438.1106 EMAIL: jogara@itsonmessage.com To change how leaders infuse messaging into their company, culture and customers. OnMessage is a messaging infusion company with a proven model for helping you develop a clear, compelling and consistent message. Our methodology needs to create a messaging platform that elicits optimal engagement across all communication channels. This methodology, when combined with our employee training programs and demand generation services, enables you to achieve the highest return on every connection you make by infusing effective messaging into your company, culture and customers.